Unilever has been at the forefront of innovation from day one. And now we are applying a pioneering spirit to revolutionize the way marketing content is created.
We live in a world where more touchpoints and more channels define what they have purchased. For brands, it means more ways to attract attention across media, social, retail and search platforms. Every moment is an opportunity to attract, create and transform the desires of your brand.
We need to meet the growing demand for content. When their attention is in high demand, we need to be involved in the different needs and desires of the 3.4 billion people we serve. Technology helps you do this consistently on scale, while increasing creativity and increasing quality, beauty, speed and cost-effectiveness.
That’s why we work with like-minded partners to reinvent our approach. And one of the biggest unlocks starts with the best product images for your Pixel.
Create digital twins for your brand
Our product images are essential to brand equity. They help our brand stand out in the crowd, build desirability and reaffirm consistency and quality.
What’s new is that you can now create digital twins for all your packs using technologies like real-time 3D, Nvidia Omniverse, and OpenUSD. These 3D replicas reflect all measurements, shade and shape to provide a fully accurate digital representation of your product at a level of realism that has never been achieved before.
Our creatives can then seamlessly integrate product images into AI-enhanced creative workflows, reducing the overall process overlap to an average of 5-1. It also allows you to reuse wording, language, background, and more from a single product shot, from TV to digital commerce, at unprecedented speeds.
Run a creative campaign
This efficiency will help teams focus on the human element of creativity, reducing the costs and energy associated with long technical production processes.
“This isn’t just about pushing out more content. Anyone can do that. It’s about deep understanding of people’s needs and desires, using creativity to create campaigns that navigate and connect people, and using a high-quality content creation machine to deliver desires on a large scale.
“Our product twins can be deployed accurately and consistently anywhere, anywhere, so content is faster and branded.
Impact on business growth
It’s not just creativity. This is a move that could also affect revenue. Digital twins allow you to streamline your production and marketing processes, reduce the time and costs associated with traditional methods, increase desirability, and deliver your products to the market faster than ever before.
For example, our Beauty & Wellbeing brand was the first to pioneer this technology, and now integrates digital twins into a wider content creation workflow across the Tresemmé, Dove, Vaseline and Clear product lines.
And the results have already earned a turnaround of up to 55% on savings and 65% on content creation. Insights show a higher engagement with these images, attracting users’ attention three times longer than previous assets, and double the click-through rate.
“Our digital twins don’t work on their own. We created bespoke tools at Unilever and integrated them into our content ecosystem,” says ESI.
“We’ve turned what used to be a complicated and slow process into a marketing system. This makes our team focus on what we’re doing best. We’re thinking bigger, creative, pushing boundaries and creating the magic of our brand,” she adds.
